IntegratedMarketing

CommunicationsCampaign

PRESENTED BY: Hadeel Alhendi | Ivory Chang | John Lawrence

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

What have I done for Christ today??

Whatever you did for one of the least of these brothers and sisters of mine, you did for me.

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

Preview

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

Challenge

How can we use marketing to attract more corporate donations?.

Corporate donors look for non-profit partners that have clear, strong, well-known brands.

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

Challenge

RESEARCH INSIGHT 1Corporate donors look for non-profit partners that have clear, strong, well-known brands.

.

Corporate donors look for non-profit partners that have clear, strong, well-known brands.

Jason HeldDirector of National Corporate Partnerships at Playworks

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

Challenge

Survey – Have your heard of A Safe Haven?

Yes38%

No62%

Survey Monkey online survey26 responsesJune 21-29,2016

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

Objective

Increase brand awareness among people in Chicago

who are the customers of our corporate donors

and have the decision power to make donations.

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

Strategies

Emotional Connection

Optimized Owned Media

Solution-Based Message

Leverage Earned Media

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

Target Market

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

Persona

• Name: Josh• Age: 35 year-old• Ethnicity: Caucasian• Martial Status: Married• Children: one• Education: MBA• Household Income:

$80,000

Personal Information

• Goals: Financial stability, Career growth

• Values: Family, Giving back to the community

• Fears: Job security, Safety in the city

Goals and Values

• Job Title: Senior Financial Analyst

• Company: PwC

Job Information

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

Positioning

The proven, comprehensive solution for ending homelessness in Chicago by giving families and individuals access to treatment, housing, and jobs.

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

Reaching the Target Market

RESEARCH INSIGHT 2A vast divide of location, income, education, and ethnicity separates our target market from the people served by A Safe Haven.

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

Reaching the Target Market

Substance Abuse26%

Mental Illness21%

Laziness3%

Job Loss18%

Low Income8%

Poor Edu-cation

5%

Affordable Housing

4% Other15%

Perceived Primary Cause of

Homelessness in America

Source: Homelessness in America Americans’ Perceptions, Attitudes and Knowledge Gallup Poll, Nov. 2007

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

Reaching the Target Market Unem-

ployment55%Poverty

20%

Affordable Housing

7%

Domestic Vio-lence5%

All of the Above

7%Not Sure

6%

Perceived Causes of Family Homelessness in

Chicago

Source: Tracking Public Opinion on Family Homelessness: Chicagoans Support City Action to Combat Family HomelessnessThe Institute for Children, Poverty, and Homelessness Feb, 2011

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

Reaching the Target Market

RESEARCH INSIGHT 3Personal causes mental illness, substance abuse get less support.Structural causes affordable housing, unemployment generate more support.Family homelessness associated with structural causes, gets more sympathy.

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

Children are the voiceless victims of homelessness.

Central Communications Platform

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

Balloon LaunchEvent

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

I hope to ...I dream to ...I dream for ..

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

Pictures of Hope

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

Pictures of Hope

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

Earned Media

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

Social Media

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

Social Media

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

Social Media

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

Website

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

Website

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

Google Ad Grants

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

KPIs

Facebook:• Double our likes• 10% increase in engagement

Twitter:• Double our followers• 10% increase in engagement

Website:• 10% increase in unique visitors

Public Relations:• Increase in web visitors and social media followers• 50%+ of press stories should include key

message playback

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

Timeline

Aug-Oct Nov Dec Jan March July >

Brandingmakeoverfor web and social media.

Soft launch - seed news stories homeless kids & school

Campaign begins -Balloon launch

Utilize content on owned and social media

Seed news stories about homelesskids & holidays

Follow up on social media

Seed news stories about homelesskids & state budget

Follow up on social media

Picture of Hope begins

Utilize social and earned media

Continue to generate social media content

Picture of Hope photos revealed

Utilize social and earned media

Continue to generate social media content

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

Budget

Pictures of Hopes$18,000

Balloon Launch$5,000

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

Further Considerations

Marketing budgetProgrammatic advertisingOut-of-house advertising

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS

Thank You